News
War Docu Basks In Controversy Over Ad
Dec. 20, 2007 -- The Advertising Administration, which is a non-government movie industry organization, rejected a one-sheet advertising poster for ThinkFilm-distributed war documentary Taxi to the Dark Side because a picture of hooded prisoner is presented (being escorted by two U.S. military men). Those connected with the film immediately criticized the decision, particularly noting fictional horror films seem to get greater leeway. The Advertising Administration said the decision was in keeping with past practices.
Films that seek U.S. audience classification ratings – G to R – are required to comply with Advertising Administration guidelines. Makers of edgy film often chafe at restrictions. However, filmmakers have the option of releasing any films unrated, since participation in the Ad Administration and the related CARA ratings (Classification And Ratings Administration) board is voluntary.
Interestingly, the U.S. is the only major country in the world where films can be distributed without any official pre-release review of content. But because some media outlets such as newspapers chose not to accept ads for unrated films, indie distributors usually seek a formal rating.
The ad review agency and CARA are affiliated with major studio trade group the MPAA, but open their doors to films from both majors and indies. Major studio MPAA members are required by MPAA rules to have CARA ratings on all their films. ThinkFilm is not affiliated with an MPAA member company.
Some indie distributors view a tussle with the Ad Administration and CARA as positives to generate publicity. Indeed, a producer of Taxi to the Dark Side dutifully wrote a posting on HuffingtonPost, complaining of censorship. But so far, he isn’t discussing the available option of distributing unrated.
For more details, click links below:
www.variety.com/VR1117977926.html
